The partnership will also encourage more Australians to visit NSW for business and leisure travel.

Destination NSW and Qantas are finalising preparations for the campaign, which will begin in September.

Mr Joyce said a large amount of the money came from funds previously set aside for a joint campaign with Tourism Australia.

Qantas ended its 40-year partnership with the peak tourist body and suspended a $44 million three-year international marketing deal last year.

Commenting on Qantas Ambassador Miranda Kerr's husband Orlando Bloom becoming ambassador for British Airways, Mr Joyce said: "We're not going to marry British Airways and Qantas, we've tried that before and it didn't work."

NSW aims to double its tourism expenditure to $36.66 billion by the end of 2020.

NSW gets 2.8 million visitors each year compared to 1.8 million in Victoria.

The Australian Tourism Export Council welcomed the announcement.

"This collaboration between the NSW Government and Qantas will provide the industry with a much needed boost to drive demand from our key overseas markets," it said in a statement.